Audiences Insight/out event looked at how we find and reach new (hard to reach and un engaged) audiences and how to maintain those audiences with the help of audience segmentation and profiling.
Were you there? Would you like to share insight with others about audience segmentation?
Here you can find the presentations and documents belonging to the topics of the Rotterdam conference Audiences Insight /out.
FOLLOW this link to go to some video's and presentations, or read our summary of the congress below with links to the powerpoints.
Starting Tuesday the 29th of May.
We Rotterdammers... Cynthia posted back in September 2011 about this audience research. All delegates got a copy at the conference, here is the digital version: English summary, We Rotterdammers and culture
Martin Barden, for years he was responsible for the loyaltyprogram of the Tate gallery, had a presentation called: The Audience center stage. Presentatie Martin Barden
Wednesday 30th of May we opened the program with Andrew McIntyre.
Andrew McIntyre of Morris, Hargreaves & McIntyre talked about the Evolution of Arts Segmentation. Without segmentation, the audience is just a single homogeneous mass. Segmentation attempts to group people in meaningful ways. Ways that provide insight and help us to programme and communicate and build relationships.
The evolution of arts segmentation is the story of the search for better insight. In the beginning we used simple demographics box
office behaviour data. Then we evolved by adding geography, socio-economic profiling, lifestyles and attitudinal data to the mix. Each has inched us closer but none quite got the heart of what fundamentally motivates audience behaviour. Check here : Andrew MacIntyre Evolution of arts segmentation
Now it’s time for the third act in arts segmentation:
deep-seated beliefs and values. Understanding what’s in audiences hearts and minds can help us to win those hearts and minds.
Andrew has been at the forefront of this evolution for the past twenty years and has never been more excited about the future relationship between arts and audiences. He’ll tell the story of the evolution and conclude by setting out the Six Tests for a 21st Century Segmentation System.
Here is a pdf of their Culture segments model.
Next there was a choice in the program; one could choose between two segmentation models used in amongst other countries the Netherlands.
1. was from Niels Vink of Experian (Mosaic)
How your visitors behaviour is affected and how to use this to your advantage
Next one could choose between 4 different workshops:
Audiences Black Country Workshop - Jonathan Branson
Following the afternoon presentation Johnathan Branson will talk in detail about the range of CRM workshops that were delivered to arts and cultural organisations as part of the Audiences Black Country project. This included, ambassadors schemes, internal collaboration and
Segmentation tools used in the UK- Vishalakhasi Roy
This workshop involves looking at various methods of approaching segmentation of audiences and examine some of the existing models popular in the UK. It will provide participants with an opportunity to discuss current approaches used in their organisation and share ideas with a view to enhance their approach.
Workshop Vishalakshi Roy
Toolkit lifestyle profiles: view on culture - Davy de Laeter
In 2003 and 2009 a large-scale screening for the leisure participation of Fleming was conducted in Flanders. Further doctoral research on these datasets presented a number of lifestyle profiles of the Flemish participants. We at Flanders CultuurNet went to work with the findings from these studies in order to make them suitable in the practice of promoting participation. This resulted in a strategic toolkit ‘view on culture’ that allows the user of the toolkit to create an action plan to attract more potential participants in 5 steps *, taking into account their tastes, preferences and thresholds. The toolkit concludes with a series of references that will lead to the improvements needed which surfaced following the 5 steps (amongst others communications, supply, multiculturalism, accessibility, family friendliness etc. ...).
This session introduces you to the five steps that the user of the toolkit follows and you'll get an interactive taste of some of the methodologies and models.
* (1) lifestyle profiles, (2) lifestyle profiles in your population /audience, (3) your growth groups, (4) the barriers and how to tackle them, (5) Action Plan.
|Segmentation as the base for succesful public outreach: The new Rotterdam Target groups for arts and culture - Willem Wijgers|
Work in Progress June 4 2012
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